What the Fundraising – Episode 253: "Money, Mission, and the Myth of Donor Fatigue"

Host: Mallory Erickson
Guest: Tamara Jackson
Release Date: August 19, 2025

Episode Overview

In this invigorating episode, Mallory Erickson sits down with Tamara Jackson—former banking executive, values-driven entrepreneur, and passionate philanthropist—to challenge common narratives about money, generosity, and the ways non-profits engage with donors. Together, they unpack the myths of donor fatigue, the intersection of ethical sales and fundraising, and how value creation transforms the fundraising experience for everyone involved.

Key Discussion Points & Insights

1. Redefining Money and Value in Fundraising

• Money as an Exchange for Value

  • Tamara reframes money not as a corrupting force, but as "exchanged when value is created" (00:32, 05:01).

  • She encourages non-profits to focus on creating value for their supporters, which transforms fundraising from a “take” to a mutually meaningful exchange.

    "If my focus becomes how can I create value for someone to such a degree that they are willing to exchange money for it? Then that aligns with my entire belief system, right? How can I be a blessing to someone else and in exchange for that, they are willing to give some of their money?"
    —Tamara Jackson (00:32, 05:01)

• Scarcity vs. Abundance Mindsets

  • Mallory highlights how deep-seated scarcity beliefs hold fundraisers back from creativity and abundance (03:43).
  • Both reflect on ethical dilemmas in the sector and how a new lens on value can resolve them.

2. Creating True Donor Value

• Understanding Supporter Motivations

  • Genuine engagement requires "spending time with" donors and understanding their motivations, not just mining them for gifts (07:50).

  • Tamara recounts the story of a major donor who gave millions because a leader prioritized personal connection over transactions.

    “That pastor was willing to spend time with him, he was willing to get to know him as a person ... and because that pastor was willing to get to know him on a personal level, it became a no brainer for him to support the church's cause.”
    —Tamara Jackson (08:40)

• Recognizing Donor Joy

  • Donors find fulfillment in giving—fundraisers should stop downplaying the joy they facilitate.

3. Dismantling the Negative Tropes of Sales

• Sales as Service, Not Sleaze

  • Tamara calls for unlearning the idea that selling is inherently manipulative (10:55). Instead, ethical sales are about service and offering solutions people truly value.

    "If that's how we look at the entire profession ... it's going to be really difficult to sell anything because we're coming into that experience with very negative feelings ... we have to do is start to think of sales as service. And it goes back to that thought process of this is value creation."
    —Tamara Jackson (10:55)

• Letting Go Gracefully and Ethically

  • Mallory and Tamara discuss how, when there isn't alignment, it's okay to let a prospect go—ethically and with respect for their needs and timing (12:37).

    "Ask some additional questions in a way that's not confrontational, but just clarifying. So for example... is this about fit or about timing?"
    —Tamara Jackson (13:42)

4. The Art of Ethical Follow-Up

• “Pausing” Instead of “Closing”

  • When a prospect goes quiet, Tamara prefers to consider it a “pause,” continuing to deliver value through content rather than escalating with relentless asks (16:37).

    "I like to think of it rather than closing it as a pause...maybe the conversation is paused here and now I have an opportunity to continue to serve them in a different way."
    —Tamara Jackson (16:37)

• Leveraging Content & Soft Touches

  • Use valuable content to stay top-of-mind: thought leadership, stories, and updates—not just asks (19:26).
  • Technology provides insights into which supporters are still engaged via clicks and views.

5. The Myth of Donor Fatigue

• Frequency Isn’t the Problem—Content Is

  • Mallory and Tamara both dispel the idea that donors are overwhelmed by too much communication. Instead, what fatigues donors is being “just asked” over and over.

  • Consistent, value-driven communications—especially storytelling—keep donors engaged and inspired.

    "If I am being blessed in some way, if I'm learning something from what I'm reading...even if it's just an amazing story ... that does my heart so good ... and it makes me want to be a part of making that happen for more people."
    —Tamara Jackson (22:32)

• Storytelling as a Powerful Engagement Tool

  • Tamara urges non-profits to focus more on storytelling to demonstrate impact and inspire action organically.

6. Best Practices for Storytelling and Asking

• Subtlety in Calls to Action

  • Tamara recommends including a “soft ask” in storytelling communications—simple invitations or P.S. notes allowing donors to give easily, without detracting from the story (24:38).

    "If you want to be a part of us helping people like John, here is a link where you can donate. It can be something really simple...what it really should be thought of is an invitation."
    —Tamara Jackson (24:38)

• Stay in Integrity with Content Creation

  • Avoid overthinking or over-optimizing asks; maintain authentic intention when crafting communications (27:14).

    "The mindset that you are in when you are creating the content plays a huge role in how you're going to craft it and ultimately how it's going to be received."
    —Tamara Jackson (27:14)

Notable Quotes & Memorable Moments

• On Value Creation and Ethical Giving:

  "Money really is exchanged when value is created ... if my focus becomes how can I create value for someone ... that aligns with my entire belief system."
  —Tamara Jackson (00:32)

• On Relationships Over Transactions:

  "Because that pastor was willing to get to know him on a personal level, it became a no brainer for him to support the church's cause."
  —Tamara Jackson (08:40)

• On Reframing Sales:

  "Sales as service ... I'm actually serving this person by introducing them to something that is going to help them reach their goals."
  —Tamara Jackson (11:35)

• On Donor Fatigue:

  "Donor fatigue is not a thing where they're just fatigued because of the amount of communication, but they might be fatigued by how you're communicating ... it's content."
  —Mallory Erickson (21:00)

Timestamps of Key Segments

• 00:32 / 05:01 — Tamara defines money as exchanged for value; reframing fundraising
• 07:50 — Understanding donor motivations; importance of relationship
• 10:55 — Redefining sales and aligning with ethics
• 12:37 / 13:42 — Ethical follow-up; let-down vs. pausing supporter relationships
• 16:37 — Building value in the “pause”; using content and technology for engagement
• 19:26 — Creating thought leadership and content that brings donors closer
• 21:00 / 22:32 — Debunking donor fatigue; focusing on engagement vs. request volume
• 24:38 — Storytelling, soft asks, and donor invitations
• 27:14 — Authenticity in communication; intention vs. strategy

Where to Find Tamara Jackson

• LinkedIn: Tamara Jackson
• Website: LeadReviver Pro

Takeaways for Fundraisers and Leaders

• Reframe fundraising as a value-driven, relationship-centered process rooted in service, not scarcity.
• Invest in knowing your supporters personally; value creation leads to organic giving.
• Donor fatigue is solved by thoughtful, valuable, and authentic communication—not by sending less, but by sending better.
• Storytelling and subtle invitations invite deeper alignment and engagement.
• Creating from a place of integrity and genuine service will always resonate more than manufactured urgency or formulaic asks.

For more actionable strategies and episode resources, visit malloryerickson.com/podcast.